Global Social Media-The Language Factor

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					Global Social Media –The Language Factor

    Presented by Kathleen Bostick
    Hosted by Siobhan Hanna




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 Sept. 2010
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Introductions




            Kathleen Bostick
            Vice President of Global Marketing
            Kathleen.bostick@lionbridge.com
            @kathleenbostick




            Siobhan Hanna
            Global Program Director
            Siobhan .Hanna@lionbridge.com
About Lionbridge


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 • Local Business & Project Management        • Creating
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 • Content development centers in India,      • Translating
   USA, Finland, and UK                            -Content for international markets



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 Best practices and great ideas based
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 • Authoring Assistant, Online Review Tool,   500+ global clients
   Content Integration and Authoring Tool,    • 80% of revenue from recurring clients
   Rich Media, Globalization@SourceSM
                                              • 12 of the Fortune 20 companies are clients
Webinar Agenda



           1     The Global Social Media Landscape




           2     What The Fortune Global 500 Are Doing




           3     How Businesses Are Using Social Media




           4     The Language Challenge
What Is Social Media?



   Social media is an umbrella term
    that defines the various activities that integrate
    technology, social interaction, and the
    construction of words, pictures,
                      videos and audio.

                                              - Wikipedia
What Is Social Media?



              social   media   is a


            conversation
                                      social
                                      media
                          hi                   what's up?
What Is Social Media?



          social   media   is also your online


             reputation
                                       social
                             Love      media
                                                 He said
                             her!                what?
Content Is King


  Without Content there is no need for Social Media
     • What will you talk about?


  Without Social Media, how will anyone find your Content
     • What’s the point of putting content up if no one knows about it?

  It’s important to understand that these go hand in hand as part of
   a your Content       Marketing Strategy
Social Media Ecosystem



                    Blogging                 Video




               Data                               Social
           Visualization                         Networks



                                 Online
                               Advertising
Languages of Internet Users 2010


  Most of the 1.96 Billion Internet Users…
    • Do not live in the U.S.
    • Do not speak English as a native language




        Same goes for the 100 million people that go
            online for the first time every year Source: Internet World Stats, June 2010
Global Landscape of Social Networks




                                      Dec. 2009
Top 10 Social Networking Markets


 Facebook   #1 in 8 of top 10 markets
  United States
  Canada
  Australia
  Italy
  Spain
  United Kingdom
  France
  Germany

 Other Social Media Networks
  Russia – V. Kontakte
  China - QQ



                                    Source: Brian Solis Blog – Feb. 2010
Leading Social Networks in Other Markets
It’s NOT all about Facebook!


       Orkut – Brazil

       Mixi – Japan

       Hi5 - Mexico, Peru, Portugal, Romania, Thailand, Mongolia

       Lide - Czech Republic

       Maktoob - Libyan Arab Jamahiriya, Oman, Saudi Arabia, Yemen

       Cyworld - South Korea

       Skyrock - Guadeloupe, Martinique

       Nasza-klasa - Poland

       Iwiw - Hungary

       Friendster - Philippines

       Hyves - Netherlands

       One - Lithuania

       Draugiem - Latvia

       Wretch – Taiwan

       Zing - Vietnam

                                        Source: Brian Solis Blog – Feb. 2010
China’s Top Four Social Networks




                        Source: Kai Lukoff, Analyst, Blogger Insight – April 2010
Top 100 Fortune Global 500 Social Media Study
        Most Global Companies Use At Least One Social Media Platform

     79% of the top 100 use at least one of these social media platforms
           Twitter, Facebook, YouTube, Corporate Blogs
                                                              Sample –Top 100 Fortune
     20% are using all 4 platforms                                 Global 500
                                                                    29 U.S. companies
                                                                 48 European companies
                                                                20 Asia-Pacific companies
                                                               3 Latin American companies




Source: The Global Social Media Check-up 2010
Burson-Marsteller Evidence-Based Communications – March 2010
Fortune Global 500 find value in Social Media

Twitter is the most popular social media tool
 70%+ U.S. & Europe companies have Twitter accounts
 Only 40% of Asian companies are on Twitter
 42% percent of global companies are being tweeted about
 Global companies with Twitter accounts have an average of 4.2 accounts each
     AT&T, Nokia, KLM and Samsung have at least 15 accounts each


                                                                             Primary Use
                                                                             • News/Promotional info
                                                                             • Product Info
                                                                             • Customer Service
                                                                             • Research
                                                                             • Job Postings


              Source: The Global Social Media Check-up 2010
                                                                                 6 Languages
              Burson-Marsteller Evidence-Based Communications – March 2010
AT&T has Multiple Twitter Accounts
Twitter Statistics – April 2010
  Twitter on Paper
Taking Twitter Global


 Companies that offer Twitter
  pages across multiple
  countries/languages include:
   • BestBuy
    • Starbucks
    • KLM
    • Kodak

 60%+ “tweets” are not in English

 Next most popular
    •Japanese - 10% tweets
    •Brazilian Portuguese
Twitter International Statistics Percent of Site Traffic




                     Source: website-monitoring.com April 2010
Community Translation
Project Progress To-date
The 2010 World Cup: a Global Conversation




                   2010 World Cup: a Twitter timeline
                   [image created by @miguelrios]
The 2010 World Cup: a Global Conversation


  The World Cup final represented the     largest period of sustained
   activity for an event in Twitter’s history.

  During the game’s final 15 minutes, the Tweets Per Second (TPS) jumped to more
 than 2,000 TPS.
  Spain’s winning goal in the final scored 3,051 TPS!
  During the final, people from 172 countries tweeted in
   27 different languages.
  At the moment of the winning goal, people from 81 countries tweeted in
   23 different languages.



                                 [image created by @miguelrios]
Taking Twitter Global
  KLM has 17 + Twitter Accounts

      32,000 followers            Personalized – host

      17+ separate profiles       What are they talking about?
      in-country                      • Promotions
                                      • Customer Service
                                      • Relationship building
Taking Twitter Global
  KLM has 17 + Twitter Accounts
Over Half of Top Fortune Global 100
   Have facebook Fan Pages

 500+m facebook users with over 50% outside of the U.S.
 U.S. companies are the most prominent
 Asian company pages are focused on western stakeholders
 Average number of fans: 40,000
 Surged past Yahoo Feb. 2010 and is now #2 most popular site in U.S.
 Most companies post company news, product promo & news targeted at
  consumers
 Fan pages provide a venue for fans to voice opinions
New geo-location – Facebook places




         70+ Languages


                         Source: The Global Social Media Check-up 2010
                         Burson-Marsteller Evidence-Based Communications – March 2010
Facebook’s Top 10 Languages




                               52% English
                               15% Spanish
                               5% - Turkish, French,
                                Indonesian
                               3.9% Italian
U.S. Companies are the Most Likely
to Have YouTube
   Entertainment/electronics & auto companies are most likely to
    have channels
  The majority of these companies have updated with video in the
   last month
  Search engines LOVE video!




                                                                19 countries
                                                                12 languages




 Source: The Global Social Media Check-up 2010
 Burson-Marsteller Evidence-Based Communications – March 2010
Blogs Are Most Popular in Asia-Pacific


   One-third of the Fortune Global 100 companies have active blogs
   83% of European & 77% of Asia-Pacific bloggers posted updates
    in last month
   Only 11% of U.S. have posted updates




   Source: The Global Social Media Check-up 2010
   Burson-Marsteller Evidence-Based Communications – March 2010
The Challenge of Multilingual Blogs & Local Content


  Multilingual blogs are multiplying, though slowly
    • Many companies host blogs for different markets
    • Growth rate is slow compared with Twitter and Facebook
    • Blogs take a lot more time and effort but payoff in SEO – “trusted”
China Dominates the World of Blogging




               Source: Global Webindex – Wave 2
Contribution is Becoming Mainstream
Social Media Wheel




                     09/10/09
China’s Social Media Map
Global Social Media Platforms
May Vary by Country…

 … But the same activities are taking place!
   • Photos
   • Social Networks
   • Blogs
   • Microblogs
   • Videos
   • Reviews
   • Games
   • Music
How Global Companies Are Using Social Media


 Marketing
      PR, News, Communication, Promotions,
      Brand Awareness
 Customer Service
  Listening
 Recruiting
 Research
 Communities
 Humanizing
Cisco Uses Social Media to Launch New Product



                                -This single project, shaved six figures off its
                                launch expenses and set a new precedent
                                for future product launches

                                -Classified as one of the “Top 5 launches” in
                                company history

                                -It was a crossing the chasm point as far as
                                the adoption phase of social media and
                                internal acceptance.

                                        LaSandra Bril
                                        Sr. Mgr. Global Social Media
                                        Cisco




                            Source: Casey Hibberd, Social Media Examiner, Aug 30, 2010
Customer Support in Social Media
The Single Best Place to Focus Your Efforts!

“A recent study showed that customers were willing to pay 9%
more for social support. “

Paul Dunay, Global Managing Director of Services & Social Marketing

      Benefits of Social Support
       Reduced customer churn

      Increase retention rates faster than any other program we have ever seen before

       A Forrester study showed that customers actually prefer a better customer
      experience compared to everyday low prices, and moreover

      Great customer experiences drive positive word of mouth!


      Source: Paul Dunay Blog post – May 2010
Social Media is Changing the Way
Companies Communicate Around the World



        …they allow companies to engage local markets
        more cost effectively- by allowing content creators
        to connect directly and instantly with their
        communities .
                          John Yunker, Byte Level Research
 The Language Challenge
      Blogs and Communities
 Where does the content come from?
 Do you translate, create new or use a hybrid approach?
 How do you determine which content to translate?
 How do you get your in-country team members excited about creating local content?
  What skills are needed?
 What about translating local content into other languages?
 What kind of quality is acceptable for blog translation? Will readers forgive less than
  perfect quality? Does Machine Translation provide "understandable" content with no human
….review?
 Who moderates the comments on all the blog posts?
 Where do you host the blog? Better SEO results in-country
The Language Challenge
  Multilingual Microblogging – i.e. Twitter

  Do you create a profile in every country?
     • How do you manage this?

  What is the local etiquette?
  Who creates localized messages to send?
  Who listens/monitors the conversation around your brand in different
   languages?

  How do you join the conversation?
Using Twitter Tools to Translate Tweets



                       TweetDeck
                        tweetmeme
                        Hootsuite iphone
                        twaitter
                        twanslate
                        twieee
                        twinslater
                        tweetrans
                        twenglish
Practical Tips to Get Started
Getting Started: B to B Marketing

  Develop Your Strategy – Don’t try to do it all.
     “Engage. Educate. Excite. Evangelize” - Jeffrey Hayzlette

       • Find enthusiastic employees to function as your in-country champion.
       • Get input from your in-country resources – which platform (s) makes
         sense?
       • Which countries?
       • What activities will you focus on?
            •   Marketing
            •   Customer Support
            •   Research
            •   Listening
       • Centralize vs. Decentralized approach
            • What can you do centrally and what needs to be local?
Making your Blog Multilingual


Make sure your blog is on a platform that can handle multiple languages.
Centralize
    • Which content has a long shelf life and is relevant to which countries?
    • What content do you have that can be translated now?
    • Develop a plan for future blog posts
    • Implement technology to help manage the translation process
Decentralize
    • Do you have local SMEs that can write content?
    • Have your in-country resource manage local content publication schedule
    • Assign POC to review all in-country comments and respond
Is machine translation (MT) an option for your blog?

    This content will help you rank in organic search in-country!
What About Microblogging?


 Twitter
    • Centralize
        • Marketing Content – sync with multilingual blog and tweet-translated
          content
        • Marketing Campaigns that are global can be translated ahead of time
          and scheduled
        • Use human or customized machine translation (MT) with post edit for
          outbound tweets
        • Use twitter translation tools to understand tweets
    • Decentralize
        • Original tweets created by in-country resources
        • Engage locally
        • Monitor the brand in-country and respond
How does your company manage Social Media
across multiple countries?

 Two Big challenges

 How do you best leverage social media resources from one country?

 How do you keep social media messages that are appropriate for just one
 market?




 Blog Post – Nate Elliott, Forrester, Sept. 1, 2010
Why the Future of Social Marketing is Global

  US dominance will start to wane and international social network ad spending will
   increase more rapidly.

  A global buy. As Facebook and other social sites expand their worldwide presence,
   they will become more attractive to marketers that want to buy ads across
   multiple markets.

  A survey of brand managers, conducted by Harris Interactive, 43% used Facebook
   to reach customers in local markets worldwide.

           Obstacles identified by brand managers
          • Difficulty of keeping country specific content fresh
          • Customizing the same content for multiple markets
          • Creating scalable campaigns across regions




                                     Source: eMarketer August 2010
      Social Media Explained in 61 Words

You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)

        Or you can earn attention by creating something
interesting and valuable and then publishing it online for free: a
YouTube video, a blog, a research report, photos, a Twitter
stream, an ebook, a Facebook page.

Blog by David Meerman Scott
http://www.webinknow.com/2009/12/social-media-marketing-explained-in-61-words.html
Social Media ROI




              Engagement is the new ROI
             or another way to look at it is
                  “Risk Of Ignoring”
Knowledge Center




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                   • Global Social Media Usage and the Language Factor
                     White Paper
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 RTTS: IBM and Lionbridge Real-Time Translation Technology Update

         Presenter: Kevin Perry
         September 16, 2010
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Thank You!




 Kathleen Bostick
 Kathleen.bostick@lionbridge.com
 @kathleenbostick

 Siobhan Hanna
 Siobhan.hanna@lionbridge.com

         Lionbridge
         www.lionbridge.com
         http://blog.lionbridge.com
         http://twitter.com/Lionbridge
         http://www.facebook.com/L10nbridge

				
DOCUMENT INFO
Description: In this presentation, Kathleen presented her research in global social media that included a case study on the Lionbridge global social media survey. She describes the lessons learned in developing a survey in 20 languages and using social media — including blogs, Twitter, LinkedIn, Facebook, and e-mail — to distribute it. She also takes a look at the language factor and how companies are addressing it (or not) in their social media outreach, providing new insight as to how the world is using social media.